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  • Remember this?

  • It was the highest ever skydive.

  • Falling to earth from the edge of space, Austrian daredevil Felix Baumgartner

  • became the first human to break the sound barrier.

  • Eight million people watched it live on Youtube, a record at the time.

  • It was shown on nearly 80 TV stations in 50 countries.

  • It just doesn't get cooler than this

  • And the whole thing was sponsored and distributed

  • by a drinks company, famous for its unconventional marketing.

  • Red Bull behaves very differently to most other companies;

  • it runs sports teams, a TV channel, even a record label.

  • It's kind of like this massive extreme sports marketing, youth festival, party company that

  • happens to also sell a drink.

  • That drink transformed the beverage industry by creating not just a new brand, but a whole

  • new category; the 'energy drink'.

  • And while Red Bull faces increasing pressure from rivals, it still dominates the Energy

  • Drink Market.

  • A blend of caffeine, sugar, B vitamins and taurine - it's what people reach for when

  • a coffee doesn't seem enough.

  • Why?

  • Red Bull is a marketing company. It all comes down to their tagline

  • "Red Bull gives you wings."

  • What does that mean? That means Red Bull makes you a badass. Red Bull makes you brave.

  • Red Bull makes you adventurous. Red Bull keeps you up all night. Red Bull keeps you focused.

  • Red Bull creates videos like these to define its adventurous identity. That image helped

  • them sell 6.7 billion cans in 2018.

  • Success that has made its founders - and their secretive family members - very rich.

  • I can't think of many companies that have created as many billionaires as Red Bull has.

  • Altogether you've got 12 billionaires from this one company.

  • The richest of those billionaires is the founder Dietrich Mateschitz.

  • Barely known outside his native Austria Mateschitz is one of the most successful entrepreneurs

  • of our age.

  • He founded Red Bull following an eye-opening business trip to Thailand.

  • At the time he was selling cosmetics and decided to try a tonic the locals drank called Krating Daeng

  • - which means 'Red Bull' in Thai.

  • He claims it fixed his jet lag instantly.

  • Two years later - while on business in Hong Kong - Mateschitz discovered that a maker

  • of such energy tonics made so much money it was the top corporate taxpayer in Japan.

  • It gave him an idea.

  • He'd make his own version of an Asian tonic and market it in the West.

  • Mateschitz went into business with the founder of Krating Daeng, tweaked the recipe, added

  • bubbles and put the drink in a slick, slimline can

  • It was something nobody had ever heard of, an energy drink was completely beyond the

  • pale. It was like a brand new idea, a brand new concept.

  • Shortly after the drink's launch in 1987, Red Bull sponsored an event that would set

  • the tone for the company ethos.

  • Billed as the toughest relay in the world - the Dolomitenmann combines mountain running,

  • paragliding, mountain biking and kayaking.

  • Red Bull made sure its name was associated with sports and events on the extreme end

  • of the spectrum

  • Formula 1 racing

  • Cliff Diving

  • Base Jumping

  • Crashed Ice

  • The Air Race

  • There's also the more family-friendly - but no less extraordinary - Flugtag and Soapbox

  • events that attract huge crowds.

  • That's one of the really fascinating things about Mateschitz, is he did kind of invent

  • this guerrilla marketing, out-of-the box, multi, multi, multi-platform.

  • He's probably considered a marketing genius.

  • They're extraordinarily creative. They're not just going out and slapping their name

  • on an event that's been around for a long time and acting as a sponsor. They're actually

  • coming up with these incredibly elaborate stunts.

  • It is aligning itself with, I think a very core part of youth culture.

  • That hasn't sat well with some.

  • In 2011 the American Academy of Pediatrics accused energy drink companies

  • of marketing to children.

  • the popularity of energy drinks has seen a rise in hospital admissions and even deaths,

  • mainly linked to issues with how caffeine affects the heart.

  • Despite it being an industry-wide issue, Red Bull often bears the brunt as the brand's

  • popularity means it has become synonymous with the 'energy drink'.

  • But that isn't to say it hadn't attracted controversy before: Red Bull has been banned

  • in several countries over concerns about its ingredients - most studies into their safety

  • have proved inconclusive.

  • Despite the bad PR, Red Bull continued to grow and has enjoyed decades of extreme profitability

  • much of that was down to how the drink was priced.

  • At about $2 a can, it's easily the most expensive energy drink on the shelf.

  • Rather than deter consumers, the price set the product apart.

  • Rival brands started to piggyback Red Bull's success, selling larger cans to compete.

  • In the US they've managed to catch up.

  • Monster recently has overtaken Red Bull as the market leader.

  • If I were Red Bull, I'd be nervous.

  • In a bid to keep the Coca-cola-backed Monster at bay,

  • Red Bull has lowered prices to grab back some market share.

  • Creative guerilla marketing alone might not be enough to keep the company at the top.

Remember this?

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B1 red bull bull energy drink drink marketing energy

How Red Bull Got Us Hooked on Energy

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    林宜悉 posted on 2020/04/13
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